GEN-AI Recipes Images | Hellmann's & NBA - 2024

Creativity | Technology | Artificial Intelligence

Hellmann's has been building an incredible partnership with the NBA over the last few years. This strong partnership has a campaign that has been covering the theme for 2 years: "At the moment it has to be Hellmann's". This campaign offers a series of online and offline activations, where Hellmann's encourages consumers and fans to use its "hero" product, mayonnaise. Its main objective is to strengthen its brand positioning, as well as expand and foster its "brand lovers" community.

Aiming to innovate, streamline and reduce costs in the recipe image production process, Hellmann's approached NTT DATA to create recipe images using artificial intelligence (AI).

With the help of a Prompt Designer and a Finalist, we were challenged to produce recipe images that presented a harmonious visual concept, like a campaign. Furthermore, it was necessary to adapt these images to different media formats, using artificial intelligence.

To meet this challenge, we set out to create 5 different recipes in 4 formats for each recipe. We used tools like Midjourney and Photoshop to meet demand and it was a success. Despite the limitations that AI still presents to us, it was possible to achieve satisfactory results such as the visual harmony between the images in accordance with the brand's visual guide.

The process continued with the creation of images with AI, firstly through a detailed briefing and then, with the client's prior approval, we made small adjustments in post-production to then deploy them in other formats.

With the project completed, we reduced the 2-month photo shooting time into 3 weeks, as well as the cost invested.